style guide - vickers-oil.com · building a brand our brand is a very important part of...
TRANSCRIPT
Building a Brand
Our Brand is a very important part of establishing the company’s identity. When used creatively and consistently it helps to reflect the company’s attributes and core values. A clear, consistent Brand helps to deliver the company message and confirms our credibility.
The Vickers Oils brand is one of the company’s most valuable assets. As Vickers Oils continues to evolve, we are working to ensure that our identity remains relevant to its changing markets. This style guide is an important component designed to energise and strengthen the Vickers Oil brand.
The following pages provide the building blocks for supporting Vickers Oils corporate identity system. They are designed to help you apply the Vickers Oils identity correctly and consistently across all media. We ask that you help us by properly using and crediting Vickers Oils trademarks in accordance with these guidelines.
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com INTRODUCTION
Introduction
Contents
Logo Guidelines 1-3
Which Logo? 1
The Vickers Oils logo 2
Size 2
Colour Values 2
Colour Logos 3
Use on a Dark Background 3
Placement 3
Spacing 3
Online Usage 3
Other Usage 3
Colour Scheme 4
Good Practice 5-8
Company Registrations 5
Standard Accreditations 5
Language 6
Business Cards and Emails 6
Email Signatures 7
Product presentation conventions 8
Use of Strap Lines 9
Standard disclaimers and footnotes 9
Use of Typography 10
Use of Images 11
BENJN R. VICKERS & SONS LIMITED
Registered Office 6 Clarence Road, Leeds, LS10 1ND United Kingdom
Registered in England Company No. 00130013
Contact Details Tel: +44 (0)113 386 7654 Fax: +44 (0)113 386 7676 Email: [email protected] Web: www.vickers-oil.com
The Vickers Oils and Trusted for Generations logos
Trusted for Generations is the core message of Vickers Oils, for convenience of use we have provided a version of the logo with this strap line already incorporated. The table below is a brief outline of the appropriate situations to use either version of the logo.
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com LOGO GUIDELINES 1
Which Logo?
Use for logo
Logo to be used on public facing materials, for example product data sheets, SDS, advertising or presentations where Trusted for Generations is NOT the headline. ✘ ✔Logo to be distributed to third parties, for example Stockists, Agents and Distributors for their promotional materials ✘ ✔Size of logo is less than 32 mm wide ✔ ✘Logo is to be used in a promotional material where ‘Trusted For Generations’ is also the headline ✔ ✘
The Vickers Oils logo
The logo is the primary graphic element of the Vickers Oils brand. Consistent application and the precise production of the logo will identify and reinforce public awareness of Vickers Oils, its products and services.
When the logo is used with the other elements of the guide, a coherent visual style can be established. By adhering to the following rules, you help protect Vickers Oils and its brand.
Size
• In print applications, the logo should be at least 30mm wide. Except for specialised instances (such as large format displays or posters), the logo should not be more than 75mm wide.
• In electronic applications, the logo should be at least 150 pixels wide.
• In all applications, the logo should be the same size as, or larger than, the logos of other companies appearing on the same page.
• The logo must not be re-sized disproportionately. If the logo is re-sized vertically, it must be re-sized horizontally by the same percentage of the original logo size.
• The logo should not be rotated or inverted.
• The logo must not be modified to remove or change any element.
Colour Values
The colour values for our corporate logo are as follows:
The logo should not be modified
The logo should not be stretched out of proportion
The logo should not be rotated
PMS 357
C: 93 M: 19 Y: 94 K: 69
R: 28 G: 86 B: 48
✘
✘
✔
✘
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com LOGO GUIDELINES 2
Logo Guidelines
Background colour is too light to use a white logo
Spacing of the logo is measured with the height of the lower bar
Correct clear space around the Vickers Oils Logo and Trusted For Generation Logo
Colour Logos
The Vickers Oils logos should wherever possible be presented in one colour, Pantone 357 (dark green). If the logo is required in 4 colour CMYK (for a brochure for example) please use the colour values on page 1. You will also find the RGB values for screen presentation.
If the logo is presented in black and white (grayscale), the logo should be 100% black.
Printing on a Dark Background
Both logos may be reversed by printing in white on a dark-coloured background or image. In this case, the logo should be all white (0% black). If a coloured background is needed rather than an image, please use a colour from the colour palette in this guide
Placement
Both logos must be at least 15 mm from any page edge.
Spacing
Proper spacing should be allowed between the logo and other page elements. The logo must be surrounded by white space using the following guidelines:
No other element should be placed above, below, or on either side of the logo within a distance equal to the height of the lower bar.
Online Usage
When the logo is used on web sites, the logo must link to the Vickers Oils home page (www.vickers-oil.com), or a specific Marine Lubricants or Textile Lubricants page on the Vickers Oils site appropriate to the usage of the logo.
Other Usage
The logo should not be used as a primary design element, except in signs and stationery.
✘
✔
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com LOGO GUIDELINES 2 3
Logo Guidelines 2
Using a common set of colours in communications is a very powerful branding tool that can act as a visual shorthand to establish Vickers’ products.
We have created a palette of vibrant complementary colours to work with the established Vickers green, bring a new confidence and personality to promotional materials.
The colours can be used in combination to brand particular products, for example: Environmentally Acceptable Lubricants (EALs) use the Bio Green colour in combination with the Vickers Green in all marketing, Mineral based Lubricants will use the Mineral Green and Vickers Green colours.
Colour Scheme
Swatch Colour Name PMS CMYK RGB HEX
Lubricant PMS 617 C: 11 M: 6 Y: 64 K: 13
R: 205 G: 194 B: 108
Hex: #CCCC66
Bio Green PMS 376 C: 59 M: 0 Y: 100 K: 0
R: 152 G: 193 B: 29
Hex: #99CC00
Mineral Green PMS 362 C: 78 M: 0 Y: 100 K: 2
R: 78 G: 169 B: 63
Hex: #339900
Vickers Green PMS 357 C: 93 M: 19 Y: 94 K: 69
R: 28 G: 86 B: 48
Hex: #006633
100% 60% 30%
100% 60% 30%
100% 60% 30%
100% 60% 30%
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com COLOUR SCHEME 4
HYDROX BIO 100
SPOTLESS CN 22
Registered Name BENJN R. VICKERS & SONS LIMITED
Registered Office 6 Clarence Road, Leeds, LS10 1ND United Kingdom
Registered in England Company No. 00130013 VAT No. GB169280538
Contact Details Tel: +44 (0)113 386 7654 Fax: +44 (0)113 386 7676 Email: [email protected] Web: www.vickers-oil.com
Company Registrations
As with accreditations the presence of registration details on customer facing materials helps to build confidence. However, unlike accreditations, there is a legal requirement for company registration details, including the registered company name and number, to be displayed. The Companies (Registrar, Languages and Trading Disclosures) Regulations 2006 require companies and limited liability partnerships to make sure that their legal name is stated in legible lettering on all letters, order forms, invoices, receipts, websites and emails.
This includes
Your place of registration (i.e. England, Wales, Scotland, Ireland) Your company registration number Your registered office address
It is good practice to include this information on as many applications as possible.
Standard Accreditations
Over the years, Vickers Oils have attained a number of industry standard accreditations, however they do not appear on all customer facing material. The use of accreditations builds confidence with a customer, so that they are dealing with a trusted company, even if an international customer does not recognise the standards, the presence of accreditation logos adds weight to the perception of the company.
ACCREDITED TO THE ISO 9001 QUALITY STANDARD AND THE ISO 14001 ENVIRONMENTAL MANAGEMENT STANDARD
FM 1851 EMS 40717
Good Practice 1
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com GOOD PRACTICE 5
Good Practice 2
Business Cards and Emails
Personal support service needs personal contact, so it is important that staff providing personal contact details do so to a company standard. It is important to have a uniform layout for our business cards and therefore we will adopt the following basic principles
• First name and surname (without any middle initials)
• No qualifications to be shown since this can be seen as pretentious
• Anybody who is Dr. or Prof. can have this title in front of their name
• Mobile phone number is optional except for Sales Managers who must include them (not the general office number)
• All other details are standard i.e. phone, fax, address and logo
The above principles apply to email communications, but as an email is likely a secondary stage of contact, more specific details may be necessary, for example, certain departments may have a direct phone number or fax number
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com GOOD PRACTICE 2 6
Language
To convey a proud personal service, the language used in all promotional and marketing materials needs to be consistent.
“We are Vickers Oils. These are our innovative, high performance lubricants and this is our unrivalled service.”
By addressing the customer in the second person you convey a sense of pride and also set a more conversational tone, dialogue rather than dictation.
“Environmentally acceptable HYDROX BIO 68 and HYDROX BIO 100 are emulsifiable, biodegradable sterntube lubricants, offering the same performance and cost saving benefits as the long established HYDROX 550.”
Use of the third person can be cold and distant, this could describe a product that is not made by Vickers Oils
“Offering the same performance and cost saving benefits as our long established HYDROX 550, HYDROX BIO 68 and HYDROX BIO 100 are emulsifiable, biodegradable sterntube lubricants, and a great choice for operators with a commitment to the environment.”
Re-worded with more conversational tone, covering both the benefits of our products and the needs of the customer.
Good Practice 3
Email Signatures
One of the most common forms of communication in business today is email and it is important for all employees to have an email signature that correctly displays our company brand on initial emails sent externally. Email is often the first communication received by our customers or other external partners and therefore is the first visual representation of the Vickers brand. Each email sent is an opportunity for the recipient to get to know the Vickers brand and an opportunity to raise brand awareness.
As with all branding, consistency is the key. Therefore, any email sent must adhere to the guidelines for the email signature. Branded signatures help to create a sense of trust and if the recipient of an email recognises the brand and company, then they are more likely to reply or engage. Not having consistent, branded signatures on corporate emails can have a negative impact on the company reputation as it may be perceived as unprofessional and unkempt.
From time to time, it will be considered appropriate to modify the standard signature to promote an activity or occasion, for example an exhibition, and these will be advised by the Marketing department, as and when required.
Instructions for installing the new standard email signature is available from Marketing on request, however, if you should encounter any problems our IT department will also be pleased to assist.
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com GOOD PRACTICE 3 7
The standard email signature is shown.
Staff should not attempt to alter this or develop their own versions.
This signature is for use on all initial, external emails.
When sending an internal email or after sending a branded email signature reply it is not be necessary to include a second full signature (unless desired). An example of a simplified email signature is shown.
Kind Regards
Paul Smailes Sales & Marketing Director VICKERS OILS
Kind regards
Paul Smailes Sales & Marketing Director
Office: Fax: Mob:Email: Web:
+44 (0) 113 386 7654
+44 (0) 113 386 7676+44 (0) 7802 850 [email protected] www.vickers-oil.com
BENJN R. VICKERS & SONS LTD. 6 Clarence Road, Leeds, LS10 1ND, United Kingdom Registered in England no. 00130013 Vat no. GB 169 2805 38
Vickers Oils, its officers, employees and agents assume no responsibility and shall not be liable to any person for any loss, damage or expense caused by reliance on the information or advice in this document or howsoever provided, unless that person has signed a contract with Vickers Oils for the provision of this information or advice and in that case responsibility or liability is exclusively on the terms and conditions set out in that contract.
The contents of this e-mail and any attachments are confidential to the intended recipient. If you are not the intended recipi-ent please do not use or publish its contents, contact Vickers Oils immediately then delete it.
Product presentation conventions
Vickers Oils have established a number of conventions when presenting details on products and services. All Vickers Oils trade names should be presented in ALL CAPITAL LETTERS with a space between the suffix letters and numbers, thus:
HYDROX BIO 100 not Hydrox Bio100
See the list on the right for the correct format of all of the Vickers Oils product names:
Internet Addresses
Web (http) addresses should be written as follows:
Yes — www.vickers-oil.com
Yes — www.vickers-oil.com/marine
No — http://www.vickers-oil.com
No — vickers-oil.com
MARINE LUBRICANTS
BIOGEAR XP 68 BIOGEAR XP 100 BIOGEAR XP 150
BIOGREASE EP0 BIOGREASE EP2
ECOSTERN SMX 100
ECOSURE HSE 32 ECOSURE HSE 46 ECOSURE HSE 68 ECOSURE HSE 100
ECOSURE EAF 22 ECOSURE EAF 32 ECOSURE EAF 46 ECOSURE EAF 68 ECOSURE EAF 100
HYDROX 8 EP HYDROX EP 150
HYDROX 21 HYDROX 550
HYDROX BIO 68 HYDROX BIO 100 HYDROX BIO 150 HYDROX BIO 220
NEOX D NEOX DT NEOX DTX NEOX 8000
9263 WRD
TEXTILE LUBRICANTS
8008 FLUSHING OIL 9873 FLUSHING OIL
ACETOL 2071
CIRNEDOL 22 CIRNEDOL 22 SE CIRNEDOL 32 CIRNEDOL 32 SE
ELECTOL
FRESCOLENE A FRESCOLENE B
FYLUBE 1214 FYLUBE 1263 NV
JENILUBE 15 JENILUBE 22
LAINASPIN 2229 LAINASPIN C5
SPOTLESS CN 15 SPOTLESS CN 32 SPOTLESS NX 22 SPOTLESS NX 32 SPOTLESS NX 46
TEXTUROL 100 TEXTUROL 125 CW TEXTUROL 1437 TEXTUROL 2466 TEXTUROL 7970 TEXTUROL 8616 TEXTUROL 9535 TEXTUROL 9539 TEXTUROL DBA
VYSTAT 1748
YARNOL FF YARNOL FFS
Good Practice 4
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com GOOD PRACTICE 4 8
Good Practice 5
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com GOOD PRACTICE 5 9
Standard disclaimers and footnotes
Footnotes and Disclaimers are necessary when producing any form of communication that will be sent to a current or potential customer containing product information or specifications. Please ensure the disclaimers below are used in the appropriate circumstances.
Standard disclaimer
“Vickers Oils, its officers, employees and agents assume no responsibility and shall not be liable to any person for any loss, damage or expense caused by reliance on the information or advice in this document or howsoever provided, unless that person has signed a contract with Vickers Oils for the provision of this information or advice and in that case responsibility or liability is exclusively on the terms and conditions set out in that contract.”
In addition to the standard disclaimer when used in connection with product related information (eg literature, PDS, bulletins etc.) then also add
“These products should only be used for the applications specified. The supplier cannot accept responsibility if it is used in any other applications.“
Use of Strap Lines or choice of logo
Vickers Oils have an established strap line for use with both Marine and Textile Lubricant communications. Please do not use any other slogan or strap line.
Trusted for Generations
The strap line can be used in colour or black. The strap line is set in Helvetica (Arial if created internally) using the Vickers Green colour (see p.3) For convenience a version of the logo is available with the strap line beneath it.
The strap line should always be used in combination with the logo unless used in advertising or presentation purposes at a large size e.g If the headline of the advert is Trusted for Genrations, then there is no need to use the logo with the strap line underneath.
Strap line centre aligned in Vickers Green
Strap line used as the main focus for an advert, so there is no need to add it
underneath the Vickers Oils logo
We supply thousands of vessels with our award winning range of EALs, delivered globally with our unparalleled
expertise gained since 1828.To fi nd out more about our innovative range of EALs visit:
www.vickers-oil.com
Trusted for Generations
BENJN R. VICKERS & SONS LTD.6 Clarence Road, LeedsLS10 1ND, United KingdomTel: +44 (0)113 386 7654 Fax: +44 (0)113 386 7676Email: [email protected]: www.vickers-oil.com
WE L
OOK
FORWARD T
O
SEEING Y
OU AT
EUROPORT 20
17 &
MARINTEC C
HINA 20
17
Add this section on Emails
“The contents of this Email and any attachments are confidential to the intended recipient. If you are not the intended recipient please do not use or publish its contents, contact Vickers Oils immediately then delete it.
Please consider the environment before printing this Email.”
Use of TypographyUse of Typefaces
In order to create a standardised ‘voice’ for Vickers Oils communications, the typeface Arial has been chosen for all communications produced internally, as it is a standard font on every computer and application. Please do not use any other typefaces when sending Vickers Oils communications, whether electronic or in print.
Where communications are produced by external companies such as design agencies or printers, the typeface ‘Helvetica’ should be used in it’s greater variety of weights.
In order to provide a consistent voice we have outlined two basic type styles for everyday communications such as letters, faxes, memos etc.
Body copy, for example, when typing a letter in Word
Typeface: Arial Size: 10pt Line Spacing: Single line spacing Alignment: Left Colour: Black
Example
Explore our range of innovative, high performance, OEM approved and VGP compliant Environmentally Acceptable Lubricants
Heading, for example, when typing a letter in Word
Typeface: Arial Bold Size: 12pt Line Spacing: Single line spacing Alignment: Left Colour: Black
Example
Explore our range of innovative, high performance, OEM approved and VGP compliant Environmentally Acceptable Lubricants
Specific Uses
As Vickers Oils produce a wealth of communications across a range of formats and purposes, it is not practical to suggest that everything should be in 10pt type size. Documents such as product data sheets, statements and terms & conditions all require smaller type sizes or they would require many more pages.
To maintain consistency over these types of documents please use the Arial typeface and choose appropriate sizes to the nature of the document.
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com USE OF TYPOGRAPHY 10
Example
Dear Sir
RE: VICKERS HYDROX BIO 68Please find enclosed the further information you requested on the benefits and usage of our innovative EAL, HYDROX BIO 68. We thank you for you interest in Vickers Oils products and please do not hesitate to contact us for further details.
Use of images
Please note: only images approved by the Sales & Marketing Director should be used and that checks must be made to establish that use of those images comply with any copyright or usage restrictions.
Images used in marketing materials - those images contribute to the way the company is perceived. Imagery should be relevant and reflect some of the core values of Vickers Oils.
Reliable - images of marine vessels serve us better if they are sailing on calm seas, we want to project plain sailing. Likewise stormy skies don’t have a good perception for the company.
Clean - images of rusty old tankers don’t form a positive perception with a viewer, as we want to promote the environmental benefits of Vickers Oils. A clean vessel sailing smoothly through picturesque surroundings gives a positive impression,
Efficient - as Vickers products are used on both docks and vessels, an image of a working dock or a port scene would be beneficial, however many of these images have rusty looking containers or equipment.
The following pages display an image library of suitable images for Vickers Oils presentations.
Above: stormy skies or rusty vessels have a negative effect, productivity can be shown with a busy port and clean sharp vessels as below
Below: Left, rusted vessel moored, Right clean vessel in motion
✘
✘ ✔
✔
Tel: +44 (0)113 386 7654 Email: [email protected] Web: www.vickers-oil.com USE OF IMAGES 11